Is this really the end of the ‘McBully’?

ALICANTE, Spain – The European Union Intellectual Property Office (EUIPO) stripped McDonald’s Corp. of the company’s Big Mac trademark across the European Union in a ruling that takes effect immediately. McDonald’s has vowed to appeal the decision.

The EUIPO ruled that McDonald’s was not using its Big Mac trademark in accordance with EU law. The quick-service chain had been using the Big Mac trademark to prevent a Galway, Ireland-based restaurant chain called Supermac, from using “Big Mac” and “Mc” in the EU.